Marketing Research Exam 2
If the estimated population standard deviation based on previous studies is 20 percent, the acceptable error is plus or minus 5 percent, and the z-value for a 95 percent level of confidence is 1.96, the needed sample size is approximately: A. 48. B. 210. C. 61. D. 153. E. 196.
C. 61.
In a systematic sampling study, if the sampling frame has 2,000 names and the desired sample size is 50, the skip interval should be: A. 25. B. 0.03. C. 50. D. 40. E. 15.
D. 40.
If the estimated population proportion is 30 percent based on previous studies, the acceptable error is plus or minus 5 percent, and the z-value for a 95 percent level of confidence is 1.96, the needed sample size is approximately: A. 323. B. 187. C. 36. D. 212. E. 554.
A. 323.
_____ involve a situation in which possible responses can be interpreted a number of different ways. A. Ambiguous questions B. Loaded questions C. Complex questions D. Double negative questions E. Double-barreled questions
A. Ambiguous questions
Which of the following is true of convenience sampling? A. It is a nonprobability sampling method. B. It is a time-consuming process if there are a large number of respondents. C. It is commonly used in the later stages of research. D. It allows researchers to measure the representativeness of a sample. E. It allows researchers to generalize the data collected to a defined target population
A. It is a nonprobability sampling method.
Which of the following is true of simple random sampling? A. It produces unbiased estimates of a target population's characteristics. B. It eliminates the need to identify all sampling units. C. It is less costly when compared to systematic random sampling because it can be done quickly. D. It requires that a defined target population be ordered in some way, usually in the form of a customer list, taxpayer roll, or membership roster. E. It does not require the sampling units to be given any special code prior to drawing a sample unlike systematic random sampling.
A. It produces unbiased estimates of a target population's characteristics.
Which of the following types of scales asks the respondent to state his or her agreement or disagreement with a series of statements about a specific brand in terms of a 5-point scale ranging from "strongly agree" to "strongly disagree"? A. Likert scale B. Semantic differential scale C. Paired-comparison scale D. Constant sum scale E. Numerical scale
A. Likert scale
_____ is the process of assigning descriptors to represent the range of possible responses to a question about a particular object or construct. A. Scale measurement B. Situation analysis C. Purposive sampling D. Debriefing analysis E. Propensity scoring
A. Scale measurement
Which of the following is true of probability sample sizes? A. The more precise the required sample results, the larger the sample size. B. The smaller the desired error, the smaller the sample size. C. The shorter the variability in the data being estimated, the larger the sample size needed. D. The higher the level of confidence desired, the smaller the sample size needed. E. The population standard deviation is a measure of the dispersion of the population, and its square root is referred to as the population variance.
A. The more precise the required sample results, the larger the sample size.
Which of the following is true of independent variables? A. Their values are directly manipulated by a researcher. B. Their values remain constant throughout an experiment. C. They are also called criterion variables. D. Their values change only with changes in the values of dependent variables. E. They do not affect the outcome of an experiment.
A. Their values are directly manipulated by a researcher.
Which of the following is true about sampling errors? A. They are caused by the size of the sample. B. They can be reduced by decreasing the sample volume. C. They cannot be measured statistically. D. They cannot be measured directly. E. They occur when the findings based on the sample and the true values for a population overlap.
A. They are caused by the size of the sample.
Which of the following statements is true about interval scales? A. They can measure absolute differences between scale points. B. The standard deviation cannot be calculated for interval scales. C. They are the highest level scale. D. They do not allow for comparison between measured objects. E. They are less powerful than ordinal scales.
A. They can measure absolute differences between scale points.
Which of the following statements is true of double negative questions? A. They create cognitive confusion and respondents find it difficult to understand the question and therefore respond correctly. B. They involve situations in which the question/setup suggests a socially desirable answer or involves an emotionally charged issue. C. They introduce bias and influence the way a respondent answers a question. D. They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. E. They involve scale responses that are mutually exclusive.
A. They create cognitive confusion and respondents find it difficult to understand the question and therefore respond correctly.
Which of the following statements is true of leading questions? A. They introduce bias and often influence the way a respondent answers a question. B. They include two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. C. They involve situations where the question contains two negative thoughts in the same question. D. They involve situations in which the question is worded in a way the respondent is not sure how they are supposed to respond. E. They involve a situation in which possible responses can be interpreted in a number of ways.
A. They introduce bias and often influence the way a respondent answers a question.
Which of the following is a disadvantage of online surveys? A. They result in high nonresponse bias. B. They result in high cost per completed interview. C. They involve slow data acquisition. D. They prevent the use of visual stimuli. E. They require coding.
A. They result in high nonresponse bias.
Which of the following statements is true of pilot studies? A. They serve as a guide for conducting larger main studies. B. They are most commonly associated with causal experimental research designs. C. They are small-scale investigations restricted to 10 to 30 subjects. D. They are primarily used to design pretests. E. They are studies that require a minimum of 1,000 respondents.
A. They serve as a guide for conducting larger main studies.
Data generalizability is the: A. extent to which the data is an accurate portrait of a defined target population. B. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response. C. level of preparation required to create an appropriate environment for a respondent. D. degree to which respondents share certain similarities. E. percentage of the general population that is the subject of a market research survey.
A. extent to which the data is an accurate portrait of a defined target population.
Call records are used to: A. gather basic information about an interviewer's performance efficiency. B. ensure that data is collected from the correct respondents by limiting respondents to a predefined quota. C. ensure the respondents included in a study are representative of the defined target population. D. obtain the respondent's cooperation and willingness to participate in the research project. E. create double-barreled questions that can be used in an unstructured way.
A. gather basic information about an interviewer's performance efficiency.
In the context of experimental research, _____ refers to the extent to which a research design accurately identifies causal relationships. A. incidence rate B. data generalizability C. external reliability D. topic sensitivity E. internal validity
A. incidence rate
In optimal allocation sampling, the necessary sample size of each stratum is determined based: A. on the relative size of the stratum as well as the variability within the stratum. B. solely on the stratum's size relative to a defined target population. C. solely on the stratum's relative importance to a study. D. on the number of homogenous strata identified in a defined target population. E. on the number of heterogeneous strata identified in a defined target population.
A. on the relative size of the stratum as well as the variability within the stratum.
In questionnaires, screening questions are used to: A. prevent unqualified respondents from being included in the study. B. provide the respondents with an overview of the research. C. arrange the sequence of questions from general to more specific based on research objectives. D. identify difficult and sensitive questions and place them toward the end of each section. E. eliminate or at least minimize response order bias.
A. prevent unqualified respondents from being included in the study.
Spectrum Inc., an automobile manufacturer, is interested in measuring the customer satisfaction of car owners. It decides to collect data from new purchasers of Spectrum cars. In this scenario, the new purchasers of Spectrum cars represent a(n) _____. A. sampling unit B. estimated sample variance C. sampling frame D. estimated sample deviation E. construct
A. sampling unit
The difference between a single-item scale and a multiple-item scale is that a: A. single-item scale involves collecting data about only one attribute of the object being investigated. B. multiple-item scale is a type of nominal scale. C. single-item scale simultaneously collects data on several attributes of a construct. D. single-item scale provides more than one possible response to its respondents. E. multiple-item scale cannot collect ordinal data. The difference between a single-item scale and a multiple-item scale is that a: A. single-item scale involves collecting data about only one attribute of the object being investigated. B. multiple-item scale is a type of nominal scale. C. single-item scale simultaneously collects data on several attributes of a construct. D. single-item scale provides more than one possible response to its respondents. E. multiple-item scale cannot collect ordinal data..
A. single-item scale involves collecting data about only one attribute of the object being investigated
A researcher is in the process of putting together a blueprint for training people to complete the interviewing process in a consistent fashion. The researcher is most likely developing a: A. supervisor instruction form. B. respondent instruction form. C. cover letter. D. screening form. E. quota sheet.
A. supervisor instruction form.
Equipment and facility requirements are typically mentioned in the: A. supervisor instruction form. B. respondent instruction form. C. cover letter. D. screening form. E. quota sheet.
A. supervisor instruction form.
The term "sampling unit" refers to the: A. target population elements available for selection during a sampling process. B. identifiable group of elements of interest to a researcher and pertinent to the information problem. C. complete set of elements identified for investigation. D. list of all population elements from which a sample is drawn. E. number of units accidentally left out of a sampling frame.
A. target population elements available for selection during a sampling process.
Computer-assisted telephone interviewing (CATI) refers to interviews in which: A. the interviewer reads questions from a computer screen to the respondent and directly keys in the responses. B. the interviewer calls up respondents, sends them an electronic survey, and assists them in completing the form. The respondents return the survey via e-mail. C. computer disks (CDs) are sent to respondents through mail. The respondents complete the survey on their own personal computers and return the CDs to the researcher through mail. D. a computer is used to dial and send a survey to potential respondents through fax. The respondents return the survey via fax or mail. E. the respondents are asked questions through mails.
A. the interviewer reads questions from a computer screen to the respondent and directly keys in the responses.
If the estimate of expected population proportion having a desired characteristic based on intuition is 60 percent, the acceptable error is plus or minus 5 percent, and the z-value for a 95 percent level of confidence is 1.96, the needed sample size is approximately: A. 187. B. 369. C. 295. D. 196. E. 950.
B. 369
Which of the following is a probability sampling method? A. Convenience sampling B. Cluster sampling C. Snowball sampling D. Quota sampling E. Judgment sampling
B. Cluster sampling
Which of the following is a disadvantage associated with quantitative survey research designs? A. Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs. B. It is difficult to attain in-depth data with quantitative survey designs. C. They cannot identify small differences. D. Producing precise estimates can be a problem. E. They do not facilitate advanced statistical analysis.
B. It is difficult to attain in-depth data with quantitative survey designs.
Which of the following is true of a pretest? A. The pretest form serves as a blueprint for training people on how to execute the interviewing process in a standardized fashion. B. The final version of a questionnaire is evaluated using a pretest. C. The number of respondents for a pretest is most often between 500 and 700 individuals. D. A pretest is prepared when the order of the questions, or of the closed-end responses to a particular question, influences the answer given. E. For pretests, the survey questionnaire is given to a large group of respondents.
B. The final version of a questionnaire is evaluated using a pretest.
Which of the following statements is true of the role of cover letters? A. They are used by interviewers in qualitative research studies. B. They are designed to enhance respondents' willingness to complete surveys. C. They are used to exclude respondents that are representative of the defined target population of a study. D. They are used for training interviewers to correctly select a prospective respondent for inclusion in a study. E. They serve as a blueprint for training people to complete the interviewing process of a study in a consistent fashion.
B. They are designed to enhance respondents' willingness to complete surveys.
Which of the following statements about constructs is true? A. They are directly measured. B. They are made up of a combination of several related indicator variables. C. Their development requires the use of nominal scales to measure absolute differences between scale points. D. They are observable concepts. E. Their development begins with an accurate definition of the purpose of the study.
B. They are made up of a combination of several related indicator variables.
Which of the following statements is true of unstructured questions? A. They are ambiguous questions that contain at least two negatives. B. They are often skipped by the respondents unless the questions are interesting. C. They are loaded questions that suggest a socially desirable answer or involve an emotionally charged issue. D. They are questions with a predetermined list of responses available to aid or limit the respondent's answers. E. They include two or more different attributes or issues but allow the respondents to comment on only a single issue.
B. They are often skipped by the respondents unless the questions are interesting.
Which of the following statements is true of mail panel surveys? A. They usually result in low response rates. B. They can be used for longitudinal research. C. The panel cannot be tested prior to a survey. D. They ensure that participants are representative of the target population at large. E. They are person-administered surveys.
B. They can be used for longitudinal research.
Which of the following is an advantage of self-administered surveys? A. They allow researchers to obtain additional in-depth data. B. They eliminate interviewer-respondent bias. C. They eliminate potential response errors. D. They result in high response rates. E. They are quicker in obtaining data than other data collection methods.
B. They eliminate interviewer-respondent bias.
Which of the following statements is true of scale responses? A. They are likely to have a negative effect on scale descriptors. B. They should be mutually exclusive. C. They should overlap wherever possible. D. They should require the respondents to perform a complex behavior. E. They are most effective when leading questions are used.
B. They should be mutually exclusive.
A _____ is a hypothetical variable made up of a set of component responses or behaviors that are thought to be related. A. scale point B. construct C. relationship D. statistical parameter E. non-bipolar descriptor
B. construct
A(n) _____ is a situation where the question/setup suggests a socially desirable answer or involves an emotionally charged issue. A. ambiguous question B. loaded question C. double-barreled question D. complex question E. double negative question
B. loaded question
A professor wants to determine the male-female ratio in his college. He designs a questionnaire in which a respondent only needs to choose between two choices, male and female. The scale used by the professor is an example of the _____ scale. A. ordinal B. nominal C. ratio D. interval E. Likert
B. nominal
Sarah, a researcher, does not have the resources or time to use a probability sampling method. However, she wants to make sure that all ethnicities are fairly represented in her sample. In this scenario, Sarah is most likely to use _____. A. simple random sampling B. quota sampling C. stratified sampling D. cluster sampling E. optimal allocation sampling
B. quota sampling (quota sampling requires that representative individuals are chosen out of a specific subgroup. For example, a researcher might ask for a sample of 100 females, or 100 individuals between the ages of 20-30)
The difference between simple random sampling and systematic random sampling is that systematic random sampling: A. requires a special code to be assigned to the sampling units prior to drawing a sample. B. requires that a defined target population be ordered in some way. C. is a nonprobability sampling procedure. D. is a sampling procedure in which every sampling unit has a known and equal chance of being selected. E. is based on intuitive judgment or researcher knowledge.
B. requires that a defined target population be ordered in some way.
An interviewer asks a person if he has traveled to foreign countries. The interviewee replies that he has not traveled to foreign countries. Based on this response, the interviewer decides to exclude him from his study. In this scenario, in order to exclude the interviewee from the study, the interviewer has used a(n) _____. A. rating card B. screening question C. interviewer instruction D. quota sheet E. supervisor instruction
B. screening question
Which of the following is true of cluster sampling? A. Each cluster is assumed to be representative of the homogeneity of a target population. B. The prospective sampling units are selected for a sample using systematic random sampling. C. Area sampling is a popular form of cluster sampling. D. In practice, cluster sampling is difficult to implement. E. Cluster sampling requires a substantially large budget
C. Area sampling is a popular form of cluster sampling.
A researcher working at Arcade Inc. is interested in finding out people's perception of Arcade's prices and quality relative to those of its top market rival. Given this objective, which of the following would prove to be most efficient? A. Graphic rating scale B. Single-item scale C. Comparative rating scale D. Nominal scale E. Likert scale
C. Comparative rating scale
Which of the following types of scales typically requires the respondent to allocate a given number of points, usually 100, among each separate attribute or feature relative to all the other listed ones? A. Nominal scales B. Rank-order scales C. Constant-sum scales D. Graphic rating scales E. Behavioral intention scales
C. Constant-sum scales
_____ sampling is a probability sampling procedure in which every sampling unit has a known and equal chance of being selected. A. Judgment B. Quota C. Cluster D. Simple random E. Convenience
D. Simple random
In the context of a drop-off survey, which of the following is true? A. It is a face-to-face personal interview that takes place in a shopping mall. B. It is a face-to-face structured question-and-answer exchange conducted in a respondent's home or at times in an office environment. C. In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents. D. FCC regulations prevent the use of drop-off surveys. E. In this survey, the researcher arranges for a computer-assisted telephone interview with the respondents.
C. In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents.
Which of the following is true of an ordinal scale? A. It is the most basic and least powerful scale design. B. It allows researchers to make absolute comparisons between responses. C. It allows responses to be rank-ordered in a hierarchical pattern. D. It is less powerful than a nominal scale. E. It can measure absolute differences between scale points.
C. It allows responses to be rank-ordered in a hierarchical pattern.
Which of the following is a disadvantage of the mall-intercept interview method? A. It is more expensive than an in-home interview. B. It is more time consuming than an in-home interview. C. Mall patrons are less likely to be representative of the target population. D. It is relatively less convenient for a researcher. E. Mall-intercept interviews require researchers to spend a lot of time securing a person's agreement to participate in interviews.
C. Mall patrons are less likely to be representative of the target population.
Which of the following is true about a semantic differential scale? A. It is a type of nominal scale. B. It cannot capture a person's attitudes or feelings about a given object. C. Only the endpoints of the scale are labeled. D. It is not possible to calculate the mean for each attribute. E. It is a type of ratio scale.
C. Only the endpoints of the scale are labeled.
Before polling the students in Scion School of Business, a researcher divides all the current students into groups based on their class standing, such as freshman, sophomores, and so on. Then, she randomly draws a sample of 50 students from each of these groups to create a representative sample of the entire student body in the school. Which of the following sampling methods is the researcher practicing? A. Simple random sampling B. Systematic random sampling C. Stratified random sampling D. Cluster sampling E. Snowball sampling
C. Stratified random sampling
Which of the following statements is true regarding the various scale measurement issues? A. The researcher should avoid using specific terms and instead use general, broad words. B. The researcher should use "leading" phrases. C. The researcher should give clear and simple instructions. D. The researcher should ensure that scale descriptors have minimal discriminatory power. E. The researcher should use double-barreled items.
C. The researcher should give clear and simple instructions.
Which of the following is true of structured questions? A. They are very difficult to code. B. They are used less often in quantitative surveys in comparison to unstructured questions. C. They are easier for respondents to answer than are unstructured questions. D. They are often skipped by respondents. E. They are open-ended questions that enable respondents to reply in their own words.
C. They are easier for respondents to answer than are unstructured questions.
Which of the following is a disadvantage of telephone interviews? A. They make the supervision of interviewers difficult. B. They are more time consuming than in-home interviews. C. They result in high refusal rates. D. They are more expensive than in-home interviews. E. They use random digit dialing, which adversely affects the ability to generalize survey results.
C. They result in high refusal rates.
Jenna participates in a face-to-face interview, which is part of a research study on sexually transmitted diseases. When the interviewer asks Jenna if she had any extramarital relationship in the last three years, Jenna lies to the interviewer saying that she does not engage in such relationships. In the context of survey research methods, which of the following characteristics is best exemplified in this scenario? A. Knowledge level B. Diversity C. Topic sensitivity D. Incidence rate E. Ability to participate
C. Topic sensitivity
Which of the following is true of respondents' behavior while answering questionnaires? A. Respondents generally answer the demographic questions early in the survey while they are still "fresh." B. Respondents prefer questionnaires with questions that flow from demographic data to more general information. C. With numeric alternatives, respondents tend to select central values. D. Answers that appear at the beginning or the end of a list are rarely selected by respondents. E. Respondents typically end answering a questionnaire with a thank-you statement.
C. With numeric alternatives, respondents tend to select central values.
Assume that respondents aged 70 or older are only one-third as likely to be in an Internet sample as their actual incidence in the population. Using the propensity scoring method, their responses would be: A. excluded from the sample to avoid any potential bias. B. included as is (only once) to keep the data truly representative. C. counted three times in the sample. D. included selectively (about one-third of the time) in the sample. E. included alternatively
C. counted three times in the sample.
A(n) _____ includes two or more different attributes or issues in the same question, but responses allow respondents to comment on only a single issue. A. double negative question B. ambiguous question C. double-barreled question D. leading question E. complex question
C. double-barreled question
A college professor wants to know if the university students in the United States will find the new textbook that he has authored to be interesting and useful. He chooses all marketing majors at the school he teaches as his sample. He believes that this group of students will be representative of the university student population in the United States. In this scenario, the professor is most likely using: A. census sampling. B. area sampling. C. judgment sampling. D. quota sampling. E. cluster sampling.
C. judgment sampling.
In online surveys, calculating response rates can be a problem due to the: A. close interaction of researchers with data collection vendors to identify and target participation from specific groups. B. inadequate number of individuals in organized panels of respondents. C. possibility of recruitment of participants outside the official online data collection vendor. D. ban on use of radio buttons, pull-down menus for responses, and the use of visuals. E. application of graphics and animation.
C. possibility of recruitment of participants outside the official online data collection vendor.
In the context of the factors that play an important role in determining sample sizes with probability designs, _____ is the acceptable amount of error in a sample estimate. A. variance B. validity C. precision D. incidence rate E. reliability
C. precision
The _____ represents the distance between the largest and smallest response. A. mean B. standard deviation C. range D. median E. frequency distribution
C. range
Jamie Nelson works for a telephone company. She is interested in determining the satisfaction of the customers with the service provided by the company (for landline customers only). She decides to collect data from the customers listed in the company's existing customer directory. In this scenario, the customer directory serves as a(n) _____. A. sampling plan B. element chart C. sampling frame D. quota E. census
C. sampling frame
A researcher designs his questionnaire in such a way that respondents can communicate the intensity with which they like or dislike a product by circling an appropriate number from the response options that go from 1 to 7 (where 1 is "strongly disagree" and 7 is for "strongly agree"). These numbers (1 to 7) are commonly referred to as: A. construct points. B. scale portions. C. scale points. D. construct ordinals. E. scale ratios.
C. scale points.
Neptune Inc., a cosmetics company, has come up with a new bodywash. The marketing department of Neptune conducts market research to determine an appropriate price for the product. The representatives of the company go to various malls and sell the product at different prices. The sales volume for each price is measured, and they are compared to determine the optimal price. This is an example of: A. laboratory experimentation. B. a drop-off survey. C. test marketing. D. a mail panel survey. E. a wireless phone survey.
C. test marketing
With online surveys, response order bias is not a problem because: A. the sequence of presentation of questions can be randomized. B. they are likely to incorporate skip questions. C. they are not introduced by cover letters. D. there is no quota associated with them. E. the introductory section is likely to contain screeners.
C. they are not introduced by cover letters.
While filling out a survey, a respondent comes across a statement that reads: "This survey is almost complete. There are only a few questions left." This statement is an example of a(n): A. introductory statement. B. concluding statement. C. transition phrase. D. layout phrase. E. skip phrase
C. transition phrase
Which of the following is true of measurement? A. As part of the measurement process, researchers assign labels to phenomena they measure but do not assign numbers to them. B. As part of the measurement process, researchers assign numbers to phenomena they measure but do not label them. C. The goal of the construct development process is to precisely measure each construct. D. It is the process of developing methods to systematically characterize or quantify information about persons, events, ideas, or objects of interest. E. The process of measurement begins with scale measurement followed by construct development.
D. It is the process of developing methods to systematically characterize or quantify information about persons, events, ideas, or objects of interest.
For a given level of precision and confidence level, a researcher determines that he needs a sample size of 400. The study found that the proportion of people who smoke is 30 percent. For the same level of precision and confidence, he would need the same sample size if the proportion of those who smoke were to change to: A. 40 percent. B. 50 percent. C. 60 percent. D. 70 percent. E. 100 percent.
D. 70 percent.
Which of the following is an advantage of person-administered survey methods? A. They eliminate the possibility of the interviewer-respondent interaction error. B. They ensure that there are no recording errors. C. Overall cost of data collection using an interviewer is lower than other data collection methods. D. Interviewers can help ensure respondents are screened to represent the target population. E. In-home and in-office interviews are less time consuming.
D. Interviewers can help ensure respondents are screened to represent the target population.
Susan meets the necessary requirements for inclusion in a survey. Yet she is not included in the survey. Which of the following supplemental documents might have been used by the interviewer to exclude her from the sample? A. Rating cards B. Call record sheets C. Interviewer instructions D. Quota sheets E. Supervisor instructions
D. Quota sheets
Which method of sampling relies on the assumption that rare groups of people tend to form their own unique social circles? A. Judgment sampling B. Quota sampling C. Cluster sampling D. Snowball sampling E. Convenience sampling
D. Snowball sampling (Snowball sampling is where research participants recruit other participants for a test or study. It is used where potential participants are hard to find)
If there is significant variation among subjects regarding their attitudes toward a given brand, this variance will be reflected most clearly in which of the following measures? A. Mean B. Median C. Mode D. Standard deviation E. Frequency distribution
D. Standard deviation
Which of the following statements is true of questionnaires? A. Questions are asked in a natural specific-to-general order to reduce the potential for sequence bias. B. Any sensitive questions are placed later in the questionnaire before the respondent becomes engaged in the process of answering questions. C. A well-prepared questionnaire consists of leading and double-barreled questions. D. The value of a well-constructed questionnaire is difficult to estimate. E. In good questionnaire design, questions flow from demographic data to more general information.
D. The value of a well-constructed questionnaire is difficult to estimate.
Which of the following statements is true of the role of quotas in surveys? A. They are used to evaluate the efficiency of interviewers. B. They are used to increase the response rates for self-administered questionnaires. C. They are used as blueprints for training people to complete the interviewing process in a consistent fashion. D. They are used to ensure that data is collected from the correct respondents. E. They are primarily used to train interviewers to correctly select a prospective respondent for inclusion in a study.
D. They are used to ensure that data is collected from the correct respondents.
Which of the following is true about quantitative survey research designs? A. They have high response rates. B. Concepts and relationships that are not directly measurable cannot be studied using quantitative research designs. C. It is easy to collect in-depth data using quantitative research designs. D. They facilitate advanced statistical analysis. E. They cannot produce precise estimates to identify small differences.
D. They facilitate advanced statistical analysis.
Which of the following statements is true of the skip questions used in questionnaires? A. They are used to screen the respondents of surveys. B. They are difficult to code due to their closed-ended nature. C. They appear at the beginning of questionnaires to encourage respondents to complete the questionnaire. D. They help ensure that only specifically qualified respondents answer certain items in the questionnaire. E. They are difficult to use in online surveys.
D. They help ensure that only specifically qualified respondents answer certain items in the questionnaire.
_____ are open-ended questions that enable respondents to reply in their own words. A. Double negative questions B. Loaded questions C. Double-barreled questions D. Unstructured questions E. Leading questions
D. Unstructured questions
Compared to lab experiments, field experiments: A. are less realistic. B. are more controllable. C. take lesser time to complete. D. are more expensive to conduct. E. are more effective in maintaining secrecy.
D. are more expensive to conduct.
Unlike descriptive research, causal research requires researchers to: A. establish a negative relationship between two dependent variables X and Y. B. collect data using experimental designs. C. establish a positive relationship between two independent variables X and Y. D. collect data using surveys. E. frame broad research questions.
D. collect data using surveys.
Incidence rate is the: A. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response. B. level of preparation required to create an appropriate environment for a respondent. C. degree to which respondents share certain similarities. D. percentage of the general population that is the subject of a market research study. E. degree of accuracy of a response in relation to some other possible answer.
D. percentage of the general population that is the subject of a market research study.
The difference between stratified random sampling and cluster sampling is that in cluster sampling: A. a researcher must be able to secure a complete listing of the potential sampling units that make up a defined target population. B. a large number of respondents are interviewed in a relatively short time. C. the representativeness of a sample cannot be measured because sampling error estimates cannot be calculated. D. the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations. E. a target population is separated into different groups.
D. the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations.
____ is present in survey responses when the answers given by respondents to the independent and dependent variable questions are falsely correlated. A. Response order bias B. Random error variance C. Research question section D. Comparative rating scale E. Common methods variance
E. Common methods variance
Which of the following statements is true of the sample size for nonprobability samples? A. The sample size formula must be adjusted for confidence level before it can be used for nonprobability samples. B. The sample size formula must be adjusted for error tolerance before it can be used for nonprobability samples. C. The sample size formula must be adjusted for population variance before it can be used for nonprobability samples. D. Determining the sample size for nonprobability samples requires a researcher to make statistical inferences about the true population parameters. E. Determining the sample size for nonprobability samples is usually a subjective, intuitive judgment made by a researcher.
E. Determining the sample size for nonprobability samples is usually a subjective, intuitive judgment made by a researcher.
Which of the following is an example of a leading question? A. Is there a possibility that you would create something every week for the next couple of years? B. Are you more or less likely to not forget to undo the damages caused by your inactions? C. Are you happy with your life? D. Do you think that plants are affected by solar flares? E. Do you agree with nutritionists when they say that breakfast is the most important meal of the day?
E. Do you agree with nutritionists when they say that breakfast is the most important meal of the day?
In which stage of the sampling plan will random-digit dialing probably be considered? A. Selecting the data collection method B. Defining the target population C. Selecting the appropriate sampling method D. Creating an operating plan for selecting sampling units E. Identifying the sampling frame
E. Identifying the sampling frame
Which of the following is an advantage of conducting a wireless phone survey? A. It allows researchers to use the autodialing feature. B. It ensures that there is no time delay between questions and receipt of responses. C. It provides relatively large sample sizes. D. It is most suitable for research involving long and complex questions. E. It allows researchers to obtain representative samples.
E. It allows researchers to obtain representative samples.
A firm is examining its data requirements to achieve the objectives of its research study. The management team determines that in order to get the needed data, it cannot use an observation method. Instead, it will have to do a mail survey. The team is most likely in which step of the questionnaire design process? A. Confirming research objectives B. Developing questions and data scaling C. Determining layout and evaluate questionnaire D. Pretesting, revising, and finalizing questionnaire E. Selecting appropriate data collection method
E. Selecting appropriate data collection method
Which of the following is true about nonsampling errors? A. They are not controllable. B. They can be directly measured. C. They can be minimized by increasing the sample size. D. They occur as a result of the difference between the findings based on the sample and the true values for a population. E. They cannot be statistically measured.
E. They cannot be statistically measured.
Which of the following statements is true about ratio scales? A. They cannot measure quantitative data. B. They cannot be used to determine the absolute difference between rankings. C. They are the most basic and least powerful scale design. D. They are less powerful than nominal scales. E. They enable researchers to make absolute comparisons between responses.
E. They enable researchers to make absolute comparisons between responses.
Which of the following statements about graphic rating scales is true? A. They are a type of comparative rating scales. B. They are recommended for use with adults only. C. They cannot be used to collect emotional data. D. They do not contain narrative descriptors. E. They use a scaling descriptor format.
E. They use a scaling descriptor format.
_____ is the degree to which a specific survey question leads a respondent to give a socially acceptable response. A. Incidence rate B. Response rate C. Data generalizability D. Data precision E. Topic sensitivity
E. Topic sensitivity
When compared with mall-intercept interviews, in-house interviews: A. are person-administered surveys. B. are face-to-face interviews. C. are conducted in environments that are unfamiliar to respondents. D. are less expensive. E. are less convenient for researchers.
E. are less convenient for researchers.
Data precision is the: A. degree to which a specific question or an investigated issue leads a respondent to give a socially expected response. B. level of preparation required to create an appropriate environment for a respondent. C. degree to which respondents share certain similarities. D. percentage of the general population that is the subject of a market research survey. E. degree of accuracy of a response in relation to some other possible answer.
E. degree of accuracy of a response in relation to some other possible answer.
On a survey, a student comes across a question that asks, "To what extent did you find marketing and accounting courses useful?" This question is (most closely) an example of a(n): A. incomprehensible question. B. unanswerable question. C. leading question. D. loaded question. E. double-barreled question
E. double-barreled question.
A _____ is a descriptive research activity representing a small-scale investigation of 5 to 30 subjects that are representative of the main study's defined target population but focus on a specific subcomponent of the main study. A. median B. pilot study C. mode D. pilot test E. pretest
E. pretest
After preparing a questionnaire but before submitting it to the client for approval, the researcher should: A. be aware of the number of attempts to contact respondents and complete a questionnaire. B. work closely with data collection vendors to identify, target, and request participation from specific groups so accurate response rates can be calculated. C. give the client an opportunity to provide suggestions of topics overlooked or to ask any questions. D. obtain the final evaluation of the questionnaire from a pretest by asking respondents to pay attention to words, phrases, instructions, and question sequence. E. review the document carefully to determine whether each question is necessary and if the overall length is acceptable.
E. review the document carefully to determine whether each question is necessary and if the overall length is acceptable.
The difference between probability sampling and nonprobability sampling is that in nonprobability sampling: A. each sampling unit in a defined target population has a known probability of being selected for the sample. B. observed differences in sample findings can be partially attributed to the existence of sampling errors. C. the results can be generalized to a target population within a specified margin of error. D. the researcher is able to judge the reliability and validity of data collected by calculating the probability. E. sampling error is not known.
E. sampling error is not known.
"Do you have a brother or a sister? If not, please ignore question 6 and proceed." This is an example of a(n): A. instructive question. B. directive question. C. loaded question. D. leading question. E. skip question.
E. skip question.
